Research On The Marketing Strategy Of The Oil Refining Chemical Equipment In Lanzhon Lanshi Heavy Equipment Corporation LTD

This paper introduced the research on the marketing strategy of the oil refining chemical equipment market applying the modern marketing theory to Lanzhou Lanshi Heavy Equipment Corporation LTD.It analyzes four aspects which including the macro environment of oil refining chemical equipment market、industry competition environment、buying behavior、market forecast and internal environment. Combined with the SWOT analysis, it more completely researches the marketing strategy of the oil refining chemical equipment market.It proposes the main problems existing in the current marketing, which analyses the current situation of Lanzhou Lanshi Heavy Equipment Corporation LTD. The main problems as follows:1) Target market positioning is not accurate.2) The contradiction between products and customer demand.3) Response lags in dealing with the external environment change.4) Not establishing a long-term stable relationship with customers.5) Attaching great importance to the returns and ignoring the sustainable development.6) The level of marketing management in the lower.For existing problems in the marketing of the oil refining chemical equipment market, it has been clear about the market positioning using the STP theory and formulated4R marketing strategy using the4R marketing theory. And4R marketing strategy include in related tactics、 response tactics、relations tactics and Return tactics.In order to promote the smooth implementation of4R marketing strategy, this paper puts forward safeguard measures of4R marketing strategy from the organization adjustment, team construction and resource security.